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Mall of the Emirates Food Tales

Embark on a mouth-watering culinary journey

Dubai is a leading gastronomic destination and home to some of the world’s finest restaurants. For the 2018 edition of Dubai’s Food Festival, Majid Al Futtaim challenged  us to help position their shopping centre Mall of the Emirates (MOE) as a key dining hub.

Majid Al Futtaim is the proud owner of Middle East’s first shopping resort and flagship luxury destination. With Dubai Food Festival fast approaching, it was the perfect opportunity to promote the food and beverage offering options within Mall of the Emirates, a culinary hotspot with over 95 restaurants on offer. Because Dubai were asked to put together a creative experience to support the Mall with a live activation that would incentivise spend, endorse the restaurant’s offering, drive sales and convert new customers.

Aligning with the Mall’s Food Tales campaign, we developed the Food Tales interactive gaming experience. Using digital gamification, we challenged shoppers to test their culinary knowledge for a chance to win instant prizes. We invited consumers to shop, validate their receipts and take a seat at our table to embark on a mouth-watering journey of tasty delights. Our colourful and energetic host inspired participants through unique culinary stories that tantalised their taste buds and showcased the best dining destinations in town. Players simply had to identify the restaurants described in the tales to win instant dining prizes.

Over 1,100 shoppers played the Food Tales game over the 17 days of the activation, with over 800 instant winners of vouchers to redeem at some of the Mall’s restaurants. The activation allowed us to entertain and educate consumers on the F&B offering in the mall and got cut through during the busy Dubai Food Festival period.